and Press Release
Diageo, parent company of George Dickel Distillery, on Monday announced that it has changed the name of the Tennessee whisky distillery to Cascade Hollow Distilling Co. and appointed Nicole Austin as its general manager and distiller.
The newly formed Cascade Hollow Distilling Co. will remain the home of George Dickel Tennessee Whisky “and future innovation spirits,” said company representative Joseph Clarkson. George Dickel’s “Handmade the Hard Way” approach to making whisky will remain the same, with Austin overseeing the brand’s 148-year craft whisky legacy.
Most recently, Austin served as project commissioning engineer for William Grant & Sons at the Tullamore Distillery in Ireland. Previously, she worked for The Oak View Spirits consulting firm and as master blender for Kings County Distillery. Austin graduated from Manhattan College with a major in Chemical Engineering in 2006. The New York Times dubbed her “Bourbon’s Master of the Craft” in 2014.
As general manager of Cascade Hollow Distilling Co., Austin will “ignite commercial and innovation strategies for the flagship George Dickel brand, future innovation spirits and the distillery.”
“As a distiller, strategist and mentor, I’ve worn a lot of hats in my career which have prepared me for this moment,” Austin said. “Now, it’s time for me to draw from those experiences and build a business that creates a fundamental step change in how people think about Tennessee Whisky. I’m proud to be here and ready to get to work.”
“Nicole is absolutely perfect to lead Cascade Hollow Distilling Co. because she brings so much to the table,” said Sophie Kelly, SVP of North American Whisk(e)y for Diageo. “Not only is she an established chemical engineer and distiller, she has a real business mind, an entrepreneurial spirit and a true vision for the future of the company, its brands and the category. Most importantly, she has all the energy, passion and tenacity to make it real. George Dickel is a hidden gem in our whisk(e)y portfolio and we’re confident Nicole will take it to the next level as she transforms Cascade Hollow Distilling Co. into something truly special.”